Writing the Plan

Tim Calkins
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Tim Calkins: Kellogg School of Management

Chapter Chapter 7 in Breakthrough Marketing Plans, 2012, pp 107-129 from Palgrave Macmillan

Abstract: Abstract AFTER ALL THE ANALYSIS, DISCUSSION, and brainstorming, someone actually has to write a marketing plan. It doesn’t just appear. Putting a marketing plan down on paper is a critical phase in the process. This step includes a bit of writing, a bit of strategy, a bit of analytical thinking, and a bit of showmanship. This is the place where everything comes together. It is in many ways the most important part of the process.

Keywords: Senior Executive; Writing Process; Entire Plan; Marketing Plan; Strategic Initiative (search for similar items in EconPapers)
Date: 2012
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DOI: 10.1057/9781137107619_7

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